Earlier this spring, Arizona State University launched a new athletics brand, featuring redesigned uniforms and an upgraded look more focused on the pitch fork graphic and university color scheme. Sparky the Sun Devil, originally designed by a Disney illustrator and ASU alumni, will take on a more supportive role in the new brand. The overhaul, nearly two years in the works by the creative team at Nike and key staff from the university’s marketing and athletic departments, has been met with mixed emotions for university alumni, especially those with maroon and gold ankle tattoos, who will need to go back under the needle for a color scheme upgrade. (As part of ASU’s rebranding, two colors were added to the athletics color palette of maroon and gold: copper, for its prominence in Arizona history, and black).

But, for our team at True Story – a staff of predominantly ASU grads and longtime production partner for the university’s athletic program – the opportunity to participate in the behind-the-scenes rollout of the new brand is nothing short of exciting. Pre-production brainstorming for the 2011-2012 athletic year has officially begun and, with it, comes a new wave of creative possibilities.

Check out the official details of the new brand at http://asunews.asu.edu/20110412_asuathleticsbrand and stay tuned for more from True Story this summer.